Heineken 0.0

The campaign seeks to challenge misconceptions about non-drinkers, especially during Dry January, a time when many consumers temporarily give up alcohol. Reflecting a broader, ongoing shift away from alcohol, the campaign highlights Heineken 0.0 as a go-to option for those seeking alcohol-free alternatives year-round.

Participation in Dry January grew significantly, with 25% of Americans joining in 2024, up from 16% in 2023. Heineken's survey of nearly 12,000 adults across the U.S., Spain, the U.K., Japan, and Brazil found that Gen Z consumers are particularly interested in alcohol-free options but often face social judgment.

This stigma is especially strong among Gen Z men—38% said they would only choose a low- or nonalcoholic drink if their friends did, and 29% felt compelled to explain their drink choice. Oxford University’s Professor of Experimental Psychology, Charles Spence, who led the research, noted that social environments are shifting away from making alcohol the default. However, in cultures where drinking remains the norm, opting out can still carry stigma, particularly for Gen Z and millennials.

The study also shows changing perceptions of nonalcoholic drinks. About 20% of drinkers now alternate between alcoholic and nonalcoholic options at social events. Additionally, 9% of respondents viewed non-drinkers as "cool," more than double the 4% who saw them as "uncool."

The study also shows changing perceptions of nonalcoholic drinks. About 20% of drinkers now alternate between alcoholic and nonalcoholic options at social events. Additionally, 9% of respondents viewed non-drinkers as "cool," more than double the 4% who saw them as "uncool."

As overall beer consumption declines, alcohol-free beer has steadily gained popularity. The "0.0 Reasons Needed" campaign builds on Heineken's strategy to elevate its nonalcoholic beer alongside its traditional offerings.

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